Lindsay Stressing TV Exposure on Key Issues in Florida Drive

MIAMI, Feb. 14 —Mayor Lindsay has brought a carefully revised version of the media campaign that surprised politicians in Arizona into the bigger, keener, more expensive competition of the Florida Presidential primary.

The New York Mayor opened his television drive Saturday Inight here with a 30‐second political spot In which, as in Arizona, he himself was the focus of camera interest. But the message was new: a scathing attack on Gov. George C. Wallace of Alabama for refusing an invitation to debute.

Shirtsleeved, tieless and opencollared, Mr. Lindsay asked the Florida voters: “I wonder why Governor Wallace, who was brave enough to block the path of school children, is afraid to face me, man to man.”

Message to Go on TV

The same message will be delivered a dozen times this week over six television stations at a cost of $9,700, in what Lindsay media men call “a light buy.” Before the March 14 primary, the pace will be stepped up considerably as the over‐all cost rises toward a $180,000 broadcast spending ceillng.

All the major Democratic competitors are relying more heavily on Florida media exposure—radio, television, brochures, billboards and mailings —than on their personal appearances here, but Mr. Lindsay has committed himself to an unusually strong effort in this area.

This is hardly surprising, since a two‐week investment of only $18,000 in Arizona last month lifted the Mayor to a second‐place finish with about 24 per cent of the vote.

In his Florida media CAM. paign, Mr. Lindsay plans the following:

¶An extensive pattern of 30second, one‐minute and fiveminute television spots that will continue to feature the candidate talking directly to the voters but move more toward specific issues, such as gun control.

¶A, series of six to eight halfhour paid television shows in each of the major Florida cities, each of them an unedited recording of a local news conference held earlier in the day.

Unlike the campaign in Arizona, where $5,000 worth of Lindsay profile billboards sprang up for two weeks, there will be no billboards in Florida. The Mayor's campaign advisers believe they would be ineffective in the cluttered landscape of motels, drive‐ins, road houses and miniature golf courses.

No “Dear Mr. Inc.”

There will be no Lindsay direct mail campaign in Florida on the dual theory that computer‐generated letters are rapidly losing their individuality and impact and that every piece of Lindsay propaganda should have the Mayor's picture on it somewhere, rather than only letterhead and signature.

David Garth, Mr. Lindsay's media consultant, has posted on his office bulletin board in New York a computer letter received from Senator McGovern, addressed to Garth Associates, Inc., and opening: “Dear Mr. Inc.”

In Arizona, Mr. Lindsay used the slogan “Arizona Likes Fighter.” In Florida, this theme appears, delocalized and ex panded, on the basic black brochure. It now. says, “While Washington's been talking about our problems, John Lindsay's been fighting for them.”

To trim this slogan to fit shopping bags that a Florida backer has donated, it was shortened to “A Fighter, Not Talker,” which apnears likely to stick, at least for this primary.

Florida residents seem much more aware of the Mayor's pas, New York City problems than do voters in Wisconsin, where the primary will be held three weeks later. As a result, the Florida voters are getting this message on a single‐sheet hand. out headed “The real story about John Lindsay and the City of New York”:

“He's seen and felt the wounds we have yet to heal. Like no other candidate for President in a generation, he's been fighting on the front‐lines, Maybe it's time we had a fighter as President. Someone ‘who's won some and lost some, who's learned from what he did right and what he did wrong.”

There may be some contraversy over the voluntary spending limits promoted by the Democratic National Committee before the Florida primary is over. Presently, if a candidate uses his full Florida allotment plus the maximum of $47,000 available from a bonus pool, he can spend up to $180,000 for broadcast media here and the same amount for print advertising and billboards. There is no direct mail ceiling.

There is considerable grumbling already in the Lindsay camp that some share of national network television time that Senators Muskie, McGovern and Henry M. Jackson have bought in the past should be charged against their Florida limit since it presumably produced an advantage for them in this state that the late‐entering New York Mayor will now have to pay to overcome.

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A version of this archives appears in print on February 15, 1972, on Page 16 of the New York edition with the headline: Lindsay Stressing TV Exposure on Key Issues in Florida Drive. Order Reprints|Today's Paper|Subscribe